Maximilian Beichert

How to Get the Most Out of Paid Influencer Endorsements in Direct-to-Consumer Marketing

Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz show that influencers with small followings, despite their limited reach, produce a higher return on investment in direct sales campaigns than their larger counterparts. By linking the strength of viewers’ engagement to actual revenue rather than v...